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Karen Millen is known for its occasionwear and the company on Wednesday announced a new global relationship with Ascot Racecourse to launch a SS18 collection inspired by its flagship race meeting, Royal Ascot, in a deal brokered by IMG.

It’s an interesting concept and highlights the importance of cross-industry deals in getting the attention of fashion consumers these days. It also emphasises the power of a brand such as Ascot to be able to move into wider lifestyle products.

The new collection features 18 co-branded occasionwear pieces, including dresses, skirts, tops, pantsuits and jumpsuits. The pieces are also marked for the Royal Enclosure or the Queen Anne or Village Enclosures, in line with Royal Ascot’s dress code and style guide.

The line has just launched in Karen Millen stores both in the UK and abroad, as well as on the brand’s webstore and in “high-end department stores”. Prices range from £90 up to £299 with the companies saying that “select pieces will also be showcased and sold on-site at Royal Ascot in the flagship Ascot Shop store, managed by IMG.”

Ascot’s commercial chief Juliet Slot said: “While racing is at the heart of Ascot, the fashion component is fundamental for us and our customers. It is part of the day that helps create the sense of occasion that our customers feel is so strongly associated with Royal Ascot.

It’s the first womenswear line for Ascot, and IMG licensing chief Tim Smith said it “fits perfectly into our strategy of building Ascot into an international lifestyle brand, ensuring beautifully crafted products and multi-channel accessibility for shoppers and guests around the world.”